While Hispanic/Latino's population and purchasing power has been rapidly growing and they are expected to have the potential to be massive sport customers in the future (McCarthy, 1998; Humphreys, 2006), there are little information reported to identify motivation of Hispanic/Latino sport consumers' attending sporting events. This study was aimed to identify sociological motivation of Hispanic/Latino sport consumers by using modified existing motivation scales (i.e., SFMS by Wann, Brewer, & Royalty, 1999; SAM by Zhang, Pease, Lam, Bellerive, Pham, Williamson, Lee, and Wall, 2001). The findings of this study revealed Hispanic/Latino's demographic characteristics and particular sociological motivations for attending sporting events. This study also indicated several implications focusing on Hispanics/Latinos as potential future sport customers.
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